Hurdle Race Marketing

The Enlightenment - The Disillusionment - The Breakthrough

Authors: Backhaus, Klaus

  • Why Marketing has to go beyond the marketing department
  • What companies have to do to become truly market-oriented 
  • An entertaining story and must-read for anyone involved in marketing
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eBook $19.99
price for USA (gross)
  • ISBN 978-3-658-02444-4
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $29.99
price for USA
  • ISBN 978-3-658-02443-7
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $29.99
price for USA
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: November 10, 2016
  • ISBN 978-3-658-14086-1
  • Free shipping for individuals worldwide
About this book

In an amusing way Klaus Backhaus endeavours to explain how much of what is sold in practice under the guise of a pronounced market orientation is nothing more than the telling of a fairy tale. And so the story takes its course. Despite a perceived market orientation the German engineering company “Deutsche Maschinenbau AG” is losing its market share. But instead of joining forces to systematically hunt down and identify the causes of these losses, all those involved become entangled in a mutual blame game. Not until the Marketing Manager has his say, does the tide seem to turn. Nevertheless, when it comes to putting things into practice, it soon becomes clear that the devil is in the details. Following an initial enlightenment and a subsequent disillusionment phase, the breakthrough finally comes when the CEO decides to make the cause his own, demanding that market orientation must become a daily common practice and a personally lived reality. After all, marketing is more than the existence of a marketing department. It is a lived shared value orientation and thus relevant for every single employee on the company payroll. Only those who are prepared to live this are in a position to act in keeping with the needs and conditions of the market.

About the authors

Professor Dr. Dr. h. c. Klaus Backhaus is Director of the Institute of Business-to-Business Marketing (IAS) at the University of  Muenster, Germany (Betriebswirtschaftliches Institut für Anlagen- und Systemtechnologien der Universität Münster).

Table of contents (3 chapters)

Buy this book

eBook $19.99
price for USA (gross)
  • ISBN 978-3-658-02444-4
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $29.99
price for USA
  • ISBN 978-3-658-02443-7
  • Free shipping for individuals worldwide
  • Online orders shipping within 2-3 days.
Softcover $29.99
price for USA
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: November 10, 2016
  • ISBN 978-3-658-14086-1
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
Hurdle Race Marketing
Book Subtitle
The Enlightenment - The Disillusionment - The Breakthrough
Authors
Translated by
West, D.
Copyright
2013
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-02444-4
DOI
10.1007/978-3-658-02444-4
Hardcover ISBN
978-3-658-02443-7
Softcover ISBN
978-3-658-14086-1
Edition Number
1
Number of Pages
X, 72
Number of Illustrations and Tables
1 b/w illustrations, 3 illustrations in colour
Topics